Thursday, July 12, 2012

The power of Logos


Author: S. Arun Kumar, Assistant Professor, SMOT School of Business, Chennai

A logo is a graphical representation or an emblem that is used to distinguish companies from its competitors. Logos play critical roles in branding the company’s name and positioning in the consumers mind. An average consumer is exposed directly or indirectly to 3000 advertisements and 8000 touch points of various brands. It is very difficult for a customer to recognize the brands or recall a particular brand. Hence it becomes the most essential factor for the companies to chose and design the right logos to increase the brand awareness and recall. First thing to be kept in mind while designing logos it should be ‘easy to remember’, too complex logos fail in the market as customers do not understand the meaning or the story behind the logo. 

One cannot argue on which is important logo, tagline or the company’s name; each one is complementing to one another along and everything works well only when the product is saleable in the market! Hence brand building by logos is not a one day’s process. It needs constant focus on finding out what the brand communicates to the target audience and it should be congruent with the company’s mission/vision statements. 

What are the attributes of Logo?

A logo comprises of Color, Shape, Size, Fonts, brand message carrying the image of the company. It can be just letters, graphical pictures or someone can use even their face as a logo! 

There is no specific rule for a logo in terms of shape and size, it involves creativity of the marketing team and the graphical illustrator in bringing out the idea of the brand as graphical picture or an emblem. In short Logos are heart of your company’s brand building process, it speaks what your brand wants to convey to your audience. At the same time similar to a human body it needs auxiliary components like brain, liver, kidney etc to function properly for a human to survive and so the brand. The brands should use to right colors in the logo, which is similar to their house color. Too much of colors in the logo acts a clutter and doesn’t help in brand recall. A logo should not be similar to other brands or it can’t be a replica of other brands. Company’s go for ™ trademark registration of their logos in order to maintain their uniqueness and thefts. Hence it is necessary for a company to get TM of its logo, even before it becomes an established company. Many small companies fail to register their logo when they do on a small scale, once they grow up they realize that it is necessary to have a unique identity and by that time it shouldn’t be too late if their competitor or other company has stolen their logo and registered it before! 


 

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